Blockchain in The Fashion Industry
When glamour meets tech, the corollary is very widely accepted by
people over the world even though tech-enabled fabric would cost a little
extra. Most of the big brands today are changing the course of conventional
fashion towards a more outré fashion. Recently Levis launched a SUPER DOPE
smart jacket in collaboration with Google specially for people who commute on a
bike. It costs $350 yet it is gaining a lot of popularity. You can listen to
music, enable google maps, answer phone calls and enable text on your jacket
while on-go.
As I see it, the entire culture is
shifting its pace and methods to infuse technology and
related trends with it. The new way to survive is to adopt technology. Probably
this is why most sports gear brand (like Nike) endorse themselves as more of a
tech company than an apparel company. Nike is constantly coming up with radical
solutions with state-of-the-art sensors to measure heart rate, speed, calories
burnt, distance run while performing any activity.
The above case study was a typical example of Internet of Things
(IoT) in fashion. Let’s see how Artificial Intelligence (AI) can revolutionise
fashion. When I walk into Marks & Spencer, I see a myriad of options not
knowing where to go. Also, FOMO clouds my judgment. What would it be like if
M&S installs a kiosk in every section where customer can choose the type of
fabric they want, the colour, the size et al — and the kiosk tells the customer
what the store currently holds! It is like shopping on a mobile app but being
physically in the store.
Blockchain critics love to replace blockchain with a regular database even in
the most perfect of usecases. What makes blockchain unique is that the data
once written onto the ledger can’t ever be changed. It won’t change even if God
wants it to change. This means,
nobody is more powerful than the other in a blockchain world. Only truth will
triumph. Secondly, it is truly decentralised and
distributed in nature so everyone can see what exactly is going on. There is NO
centralised authority responsible to share the data. This means nobody owns the
data. This concept is super powerful when people with dirty hands try to change
“facts” just because they can.
Blockchain’s novelty engenders from its unique ability to bridge the
gap between physical world and digital world (tokenisation) to create a REAL
digital identity on the blockchain. Often, a cryptographic
hash or “serial number” is the primary physical identifier which can be traced
back to the product. This concept precludes manufacturing of counterfeit items
because a “fake” hash can’t be generated.
There are so many social activist groups lambasting big fashion
brands for harming animals, environment, or for unethical practices. A lot of
consumers are also chary of buying anything that is made of animal skin. So,
how about a concept where users know where exactly is the product they are
purchasing coming from? Imagine the information about history of provenance is
just a QR code scan away?
So many talented people dwell in remote places making intricate
fabrics of great value. Most of the times, large fashion brands hire these poor
people at a very low wage. This is practically exploiting people in an
oppressive way.
In 2017, London designer Martine Jarlgaard, in collaboration with
the blockchain company Provenance, took the initiative to produce the
unprecedented “smart labels”. The consumer can scan the clothing item to see
every step in the production process ranging from raw material to final
product. This kind of transparency will likely be a selling point for consumers
who increasingly want to know how and where their clothes are made.
At the end of the tunnel, there’s light. Likewise, the end result of
blockchain is to integrate and include people in the economy who have been
neglected till now. A dApp can be created for the people who are living in a
deplorable condition to give them a livelihood. Since blockchain enables P2P trade
inherently, there is no need for middlemen in the middle. People can directly
buy from people rather than the brands. This would certainly take production
back to the local, distributed hubs.
Comments
Post a Comment